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Google is aiming to be the ultimate goal in its user journey. This has been contributing to the defining key SEO trends for 2020.

The SEO landscape is becoming incredibly dynamic. Sure, a few things remain the same: putting significant keywords within the title, prioritizing mobile optimization, … But other things keep changing in a never-ending spiral. hour ends. This year, Google, along with other giant platforms, are trying harder to be the final destination in their users’ journey.

This has defined the main SEO trends for 2020. And now we need to find the best ways to stay effective within the framework created by Google.

  1. Zero-click Search becomes a trend

Thanks to SERP (Search Engine Results Page) features like Snippets, Google’s Local Pack, Knowledge Graphs, more than one half of all searches have become clickless searches. have to press go anywhere. This means the user query is replied to on the SERP itself, without having to tap anyplace.

What should we do?

  • Don’t panic. These are just people looking for your address and phone number or those looking for an answer to a quick and easy question. Searches for specific information will lead to conversions by all means, and so don’t worry too much about it.
  • Identify keywords that might actually bring you clicks. By using the Rank Tracker in conjunction with your Google Search Console account, you can analyze which keywords of your keywords you can optimize for to actually bring you clicks. That way, you save yourself a lot of time and effort to optimize your queries for keywords like “when”, “how many”, “what year” …

These are of course important for SEO content, but should not be the focus of your SEO efforts.

  1. Do my best to optimize full and featured snippets

Where clickless searches are becoming increasingly popular, the information displayed on the SERPs is now more important than ever. Two great ways to stand out are optimize for rich or outstanding snippets.

Full snippet – snippets in addition to the title and description with an image, star rating, and product prices, and more. They’re easy to get, but they’ll also help improve CTR over featured snippets. However, your results will be noticed more, even if your position in the SERP will remain the same.

A featured snippet – the entire block of information displayed at the top of the SERP – delivers a huge increase in CTR. But getting a featured snippet gets a little more difficult.

What should we do?

  • To achieve these types of excerpts your data must be structured. Switch to WebSite Checker and check if the data on your website is structured.
  • If not available, look for tutorials on how to use structured data.
  • Utilize Rank Tracker to collect opportunities for featured snippets. Don’t just research the keywords you rank for. Look for more keywords from competitors who already have a Featured Snippet.
  1. Local SEO is changing

A large number of the clickless searches mentioned above are local searches whose results will be displayed on the SERP itself in the Local Pack. For mobile devices, a single Local can take up as much space as the entire SERP is displayed to the user.

What should we do?

You can summarize a large number of searches, mainly keywords like “near me” and “address”, “phone number” into a single mouse swipe, by creating a Google My Business page. for your company.

But that should only it was the starting of your endeavors. A large number of searches will not end up on the Local Pack. People who want to compare products, find more detailed information, etc. will still visit your website, and that’s where traditional SEO practices come into play.

So having a solid backlink profile is extremely important. Look up the type of backlinks your competitors have, and try to get those links for yourself.

A specific feature of local SEO is that you not only need backlinks, but also authoritative local backlinks.

And of course, remember to monitor your local ranking performance. Keep in mind that the least change in position will affect the type of results a user will get. To look up the rankings for keywords related to a road or a building, you should use a keyword research tool like Rank Tracker.

  1. Technology is always ready to support

For years now, the Google team has used learning algorithms to improve users’ search experience and help avoid keyword-stuffed websites. By 2020, this will be more important than ever with Google’s latest algorithm called BERT.

Currently, Google uses three mechanisms: the first is Neural Matching, which helps find the meaning of a query. The second is RankBrain, which helps to tailor the SERPs based on collected data about user behavior. The third is newly-implemented BERT – the algorithm used to analyze the structure of the search to better understand the context of keyword usage.

What should we do?

We can do a lot from the Neural Matching or BERT algorithms – Neural Matching is really Google’s inner arm, and BERT is the platform that forces you to produce good content.

Besides, RankBrain also needs to be calculated very carefully. The goal here is not simply to rank for any keyword, but now and in the future, matching with the real user intent will be paramount for successful content creation. Because right now, optimizing your rankings without the right intentions will make you disappear from a large number of SERPs.

To understand exact search intent, you need to track every beat of your rankings right now. Use the Results Tracker software to see exactly what content Google thinks is relevant to the searches you want to rank for.

After determining the exact intent behind the search queries you want to rank for, create content that matches your users’ intentions in their searches.

  1. Branding should be a priority

A noteworthy trend for any marketer is that organic communities are pretty much dead. Meanwhile, paid advertising is still active, and the fact that more and more companies are doing it creates trends in which ROI for paid advertising will decrease.

Obviously at this point, paid advertising will become more popular and expensive for those who want to grow through that path. In this situation, brand awareness and branding will always be at the forefront of digital marketers’ efforts. Linkless mentions, on the other hand, are becoming more and more important because, with Google and Bing, they are used as ranking signals.

What should we do?

First of all, we need the relevant mentions. And for 2020, we need to pay a lot of attention to quality profile link building, like handling and managing unlinked mentions.

Using Social Listening, for example, will allow you to track every mention not only of your brand, but even the type of service/product you offer.

First, it allows you to connect directly with your customers. Second, it gives you the opportunity to build brand awareness through the public provision of customer care. Besides, it also helps to inform people who are really interested in your product about any campaigns or promotions you do. Alternatively, you can search where your main competitors are mentioned and start a campaign to be mentioned there.

Conclude

Every time my Marketer has optimized this, the SEO rules start to change and change. A great example is how local SEO optimization has begun to change. Today, having Google My Business is becoming more important to some local businesses than having a website, and this is just a sign of a larger trend.

Therefore, we need to always update and refine our work to the new challenges we face to deliver the best possible search results to our customers.

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